Zumio

Outcomes through engagement

Up-coming events

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Just a quick note to mention a few up-coming events that I’ll be attending.

Essential Media Communications (EMC) Summer School

I’ll be presenting at EMC’s “Summer School” program this coming Thursday 18 February. The two-day event is mostly a hands-on practical event, exploring campaigning tactics on a demonstrative campaign. (Disclosure: EMC is one of Zumio’s clients)

My keynote will kick off the event looking at how participatory activism (including social networks etc.) presents great opportunities, but requires a different perspective to traditional tactics to make the most of it.

This is an invite only event, but Gemma at EMC, who is co-ordinating the event, tells me that there are some spare spaces for participants from NGOs and non-profits – so get in touch with Gemma if you are interested: gemma AT essentialmedia DOT com DOT au.

Social Innovation Camp

The team at the Australian Social Innovation Exchange (ASIX) recently announced the successful ideas that will be developed at the up-coming Social Innovation Camp being held in Sydney 5-7 March.

I’ll be attending the event which I hope will be a great couple of days. Zumio is also providing consulting services as part of the prize for the winning idea at the camp – more to come on that front soon.

Enviro 2010

In July I’ll be attending and presenting a short talk at the Enviro 2010 conference in Melbourne.

I’ll post more about the topic a little closer to the date, but in essence my talk, which is scheduled for 22 July, will be looking at how applying the principles and tools of design practice and social networking to sustainability challenges presents opportunities for innovation, along with other benefits.

Recent events

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I’ve enjoyed the opportunity to participate in a number of events over the past few weeks that I thought I should reflect on here – presented below in chronological order. (My attendance at these events partially explains my radio silence around here…)

Startup BarCamp

I wasn’t able to stay for the whole day, but managed to see a number of sessions at the Sydney Startup BarCamp presenting some really great insights and tips to aspiring entrepreneurs.

Kate Carruthers made me realise that I, too, am addicted to startups ;) And of course some great discussions between sessions too as one would expect from a BarCamp.

If another one is organised, I might put something together to present on things like managing cashflow etc. – a bit more around the specifics of starting a business. While not as sexy as the big conceptual stuff, these things can make or break a new business…

Cultivating Sustainability workshop

Behavioural psychologist Tim Cotter put on an interesting day-long workshop for sustainability advocates.

While there wasn’t a huge amount of material I hadn’t already come across, it was a great refresher and was very useful to see a lot of concepts that I’ve come across before wrapped up in something akin to a methodology.

A few key themes threaded throughout the day including tying sustainability behaviours to a person’s values, and that people that are more values aligned and empowered are more likely to participate in sustainable behaviour.

And, again, great to meet folks who are passionate about sustainability and behaviour change.

Australia & New Zealand Sustainability Circle

I’ve attended a couple of events run by A&NZ Sustain over the past few months, so was delighted to be invited to contribute to a 2010 planning workshop late November.

It was great to meet a bunch of folks from a variety of backgrounds all working towards a sustainable future, but also to contribute some ideas for next year’s programme. From what I’ve seen so far it will be a very interesting year for the Circle members…

Australian Social Innovation Exchange (ASIX)

ASIX first popped up on my radar when a friend invited me to a ideas generation workshop for the Social Innovation Camp happening in Sydney, March 2010. I was delighted to be invited to a 2010 planning workshop for ASIX.

It was a great opportunity to find out more about ASIX and its origins, but more importantly where it’s heading. While the emphasis early in the year will be on the Camp, there was a lot of discussion about the core approach of ASIX and how it relates to other NGOs working in the social ventures space.

The dialogue at the workshop was refreshingly open and honest across the tables and kudos to the organisers for being so open to constructive feedback. I think that’s a very good sign for the future of the organisation, and I’m really looking forward to seeing how they respond with a programme for next year.

Sydney Alliance rally

Last week I attended a Sydney Alliance “rally” in Sydney. The best online reference to the Alliance I can find is this one – I’m not sure it’s “official”, but reflects what I heard at the meetup.

The Alliance is a “citizens’ coalition whose vision is to provide our community with a voice to express common values and aspirations for a fair and just Sydney. The Alliance is broadly based across religious organisations, community organisations and unions”.

In contrast to the format of the ASIX event, this was much more a series of presentations with a minimal amount of group interaction within tables. That said, the Alliance vision is quite interesting and I’m looking forward to engaging more over the coming months…

Design’s cultural impact

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There seems to be a bit of a furor over Jon Kolko’s piece in Johnny Holland: Our misguided focus on brand and user experience.

Personally, I didn’t take offense to the apparent slight against UX practitioners’ “focus on a prescriptive customer experience” – his description didn’t match my experience of the subject, so I assumed he wasn’t talking about me ;)

While the piece does take some twist and turns, what I heard was more of a sustainability message than anything else. Jon says:

We are, quite literally, building the culture around us; arguably, our effect is larger and more immediate than even policy decisions of our government. We are responsible for both the positive and negative repercussions of our design decisions, and these decisions have monumental repercussions.

Thinking about the cultural impacts of what we create immediately widens the frame and presents questions and dilemmas that perhaps aren’t getting enough attention – certainly not in the designs that I see in daily life, be they products, services or systems.

He extends this thought further:

For most designers, this responsibility is hidden by the celebratory claims of designing experiences. This claim almost abdicates the long-term responsibility, as “an experience” has an end, at which time the designers’ role seemingly ends. The work is meaningful only on an immediate level of craft and creation, and while designers often take pride in a product once it has launched, they do not frequently make the connection between their creations and the culture that surrounds them.

Perhaps it’s a stretch, but I don’t think it’s too much to extend this statement to encompass the environmental impact of our work – not only as a longer-term/bigger impact but also as a shaper of culture (climate change and the shift towards a sustainable economy will play a significant role in shaping culture in the coming years, as it has already begun to show).

Behavioural change is also critical to a sustainable future, as are more sustainably produced, used and re-used products and services – all aspects of design that seem to still be sadly lacking.

To me this connects to the themes in the Usability in a sustainable future talk I did at World Usability Day last month – so perhaps I’m reading into things?

In any case, I do hope that this core message of cultural impact and behaviour change is not lost in the concerns about Jon’s specific framing of UX…

Update 07 Dec 2009: Steve Baty pointed to a great response by Brian Phipps to Jon’s article:

… a brand must make the customer “better off” than if the customer purchased a mere commodity. Otherwise, what good is the brand? What value does it deliver? “Better off” means that the customer is further empowered, able to be more proactive, and further advanced along his/her desired path via the brand.

World Usability Day presentations

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Just a note to say “thanks!” to Lisa and the organisers of World Usability Day Sydney – it was a pleasure to speak and I hope that it added constructively to the day’s dialogue.

The slidedecks from the two presentations are provided below both as a Slideshare presentation and as a PDF download which contains my notes, links to further information and image credits.

Usability in a sustainable future

In this presentation my aim was to provide an overview of how usability and user experience design practice can play a positive role in achieving sustainability outcomes. It proposes we extend our concept of usability to include pre-use-ability and end-of-use-ability, considering design, packaging, materials, re-use, recycling and disposal, demonstrating the concepts with recent examples.

Usability in a sustainable future slides with notes (PDF 1.65MB)

Exploring the Human Habitat

This presentation focuses on the research process behind the redevelopment of the Future is Man Made (FiMM) site that I managed while working at WWF-Australia. The site as outlined in the presentation was launched just prior to Earth Hour 2007, and the research informed the approach to social media engagement for Earth Hour as well as the FiMM site itself.

Human Habitat slides with notes (PDF 1.59MB)

“Green confidence” and the power of peers

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I have been catching up on some reading the past few days, and came across Joel Makower’s post introducing the Green Confidence Index.

The index is a monthly research report “tracking Americans’ attitudes about and confidence in their leaders and institutions, nationally and locally, on the subject of environmental responsibility, as well as in their own understanding of issues and their willingness to make green purchasing choices”.

Joel has often lamented the irregular survey’s on the public’s willingness to “buy green” in the past, and this seems like a concrete step towards creating a stronger data-set and getting a clearer indication of attitudes.

Two comments in Joel’s introduction stood out for me. In describing the September results of the first component of the index, “Responsibility”, he notes:

Responsibility — how well various groups and institutions are addressing environmental issues: too much, enough, or too little. The groups include the U.S. government, state and local governments, major corporations, individuals’ own employers, their neighbors, and themselves (weight: 40%).

Later, he reports:

Another question asked what sources of environmental information Americans use and trust. The bad news for companies: Corporate websites and blogs ranked last in a list of 13 media types in terms of their use and trust. Word of mouth was seen to be potent: Friends, family, and colleagues ranked highest as the most used and trusted, followed by consumer ratings and reviews. Green blogs and websites had the biggest trust-use gap: they are a trusted information resource, though their usage lags.

I think both of these are reflective of the power of peer networks. In the first, the proximity of a person to their peers creates a tendency to see them as more trustworthy, therefore perceived to be more likely to be doing the right thing. (One could also argue that respondents wanted to not be seen as doing the “wrong” thing.)

The second point is a reflection of the well understood trend, exemplified by Edeleman’s Trust Barometer, that peers hold much stronger influence than corporations.

While I’m clearly biased given my line of work, I can’t help but equate these things back the role that social networks have to play in advancing sustainability…

There’s a sample report available for free if you’re interested in the results of the initial surveys. The service is then charged at an introductory annual fee of USD$299 (usually USD$499).

BSR’s sustainability road map

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I read this report from the BSR 2009 conference with interest – especially “BSR’s road map for achieving success in this new world:”

  1. Promote innovation for sustainability.
  2. Embrace systems redesign.
  3. Maximize the power of networks.

My thinking, though, is that by focusing first on point 3 organisations can better achieve points 1 and 2. Thoughts?

I’m looking forward to reading through the remainder of the session summaries from the conference – from what I’ve seen so far it seems like it was a very good event.

What’s next?

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Over the past few months I’ve been thinking a lot about “what’s next” for Zumio. Since Zumio’s inception about 18 months ago I’ve had the opportunity to work a bunch of great people on challenging and diverse projects. While I’ve enjoyed the chance to stretch myself in a variety of capacities, a few focal points of interest have emerged that I want to explore more actively.

I’ve found that when I’ve been engaged on a “social media” project, I’ve wanted to bring elements of User Experience into play. When I’ve been working on wireframes, I look to understand the social impacts of the interfaces we’re designing.

In all of this my aim has been to get a deeper understanding of the business and community priorities driving the work we do and looking for opportunities to create win-win solutions – ones where interactions provide value for both my client(s) and the communities they are participating within.

I’ve been searching for a good description for this. To me it’s a deeper engagement than just “social media” – I’ve been invited to participate in a couple of projects that could be best described as “buzz generation” campaigns and recognised that this is not what Zumio does. When I talk about “bottom-line” benefits, they are usually not directly “selling” or “marketing” oriented, in the traditional sense. It’s also not “service design” – though I love the term and think we need more of it.

When I work with an organisation my approach to their “business” (I use “business” in the broad sense of the term – e.g. the business and “bottom-line” of a non-profit organisation is achieving policy or advocacy outomes) borrows elements of User Experience (using tools such as personas and user stories, brand development techniques etc.), but it’s not just about building a tool or delivering a service – my interest is in understanding how these tools can facilitate deeper business change that can generate greater value by embracing the spirit and principles behind “Web 2.0″, rather than just using them to create a great deliverable.

When I heard James Dellow from Headshift talk at Public Sphere recently he used the term “social business design” (a reflection of both Headshift’s and their parent, Dachis Group’s focus), which really resonated with me at the time.

Having since done a series of internal workshops to refine my thinking around Zumio with my friends and colleagues Penny Hagen and Rod Smith, and having read further about what is conceived as “social business design”, I have come to realise that this where my strengths and interests lay. It is the thread that weaves through my seemingly diverse experience, clients and projects that I have undertaken over the past 10 years.

Gaining an understanding of this has been a real “light bulb” moment for me (albeit one that has taken months to formulate) – helping me to understand what it is I actually do. I’m looking forward to developing these ideas further, especially when focused on creating a more sustainable future, both environmentally and socially. I think these two society-changing ideas – social business design and sustainability – will play increasingly important roles into the future.

P.S. you may have noticed some changes on the site recently – this is a reflection of this change in focus. While not 100% right (I wonder if these things ever are?), I certainly think the site better reflects this focus and better represents the services Zumio offers. Any feedback you have would be most welcome.

Sustainability Challenge

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On Thursday I attended the launch of the Sustainability Challenge programme, being promoted by Models of Success & Sustainability (MOSS). (There’s currently no web presence for the programme, though some information is contained in the MOSS PDF brochure. More info on the Sustainability Challenge website.)

It is quite an interesting programme modeled around a group board game supporting organisations in providing educational material about sustainability, promoting key points for discussion and incorporating anonymous polling (or auditing) tools.

During Thursday’s session we participated in some demonstration rounds of the game within groups. Even though we weren’t able to get the effect of a full workshop (due to time constraints), I was impressed with the promise of the tool.

It is designed to be run in a workshop mode, and it was a well designed tool that incorporated competitive spirit in a constructive way to enhance learning. And while the focus of the session on Thursday was environmental sustainability, the programme itself covers a much broader set of areas, including diversity and other social factors.

The customisation options alluded to by MOSS and Sustainability Challenge International (co-designers of the game, along with input from Swinburne University and Baker & McKenzie) seem quite strong too. There also seems to be a vision of “crowdsourcing” questions and answers for the game as well.

The programme seems ideally suited to larger organisations and CSR departments, though if the costs are reasonable (I’m not yet sure what the programme’s price point is) would also be appropriate for smaller group settings.

World Usability Day in Sydney – 12 Nov

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I’m delighted to be presenting as part of the UPA activities for World Usability Day in Sydney on 12 November.

The theme is something close to my heart: “Designing for a Sustainable World”. I’m presenting two short talks at the Blacket Hotel, King Street Sydney:

Usability in a sustainable future

[4:40pm] Usability and human-centered design practices are likely to play significant role in the success of sustainability initiatives. This talk will review some of the connection points between these two disciplines, illuminated by examples of usability in sustainable projects from across the world.

Exploring the Human Habitat

[4:00pm] Ethnographic and contextual inquiry research techniques can provide valuable insights that inform sustainable practice and communications. This talk explores the process employed to develop the second version of WWF’s “Future is Man Made” sustainable living site (currently in it’s third evolution) which utilised “mobile diaries” among other techniques to gain a deeper insight into participant behaviour to inform the site’s design.

I’ve been informed by the organisers that there are a few presentation spots still open on the day, so if you would like to speak, or know someone that may be an interesting addition to the program, let me know

Blog Action Day: Climate Change

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Today is Blog Action Day and this year’s theme is “climate change”. This post is my contribution, cross-posted on my personal blog.

For those that don’t know, world leaders are meeting in Copenhagen December this year to discuss climate change and their responses to it.

So far we have seen very little from world leaders in terms of real, concrete targets and changes. There is a lot of hope (though dare I say not a lot of expectation) that the Copenhagen talks will result in an updated global agreement that reflects the severity of the situation as outlined by the scientific and economic communities (although Obama’s recent executive order is a positive sign).

It seems that governments the world over are having a deal of trouble committing to targets that are decades away. But I suspect this is part of the problem – the focus on decade long cycles (e.g. “25% by 2020″) needs to shift binding 1 and 5 year targets and plans as well. Whilever plans focus on 10 or 20 years away, action will not be swift. Let’s reduce by 1% this year, an addition 2% next year and soon the totals will add up to the 25%+ that we need to achieve.

To most people it is clear that societally we need to rapidly (i.e. over the next 10 years) reduce carbon emissions across the globe. It is also clear that the costs of acting now will be much lower than later.

To put this into perspective, WWF-Australia recently teamed up with Climate Risk to produce an estimate that places the cost of transforming to a low-carbon economy in Australia at half the cost of the recent economic stimulus package – if we act now. If we allow the amount of carbon in the atmosphere to reach potentially catastrophic levels, the cost will be far, far greater.

Our government and business leaders know this. There is popular support for action. And yet things are still stalled…

What we do know

While there are a lot of unknowns, and acknowledging there is no “silver bullet” solution to reducing carbon emissions, there are a few things that are already underway and with further support will make a significant impact on our emissions.

Renewable energy

Renewable energy systems need to be developed and rapidly deployed to offset coal-based generation. So-called “clean coal” is not a long-term solution, yet it has a medium-term development cycle – the case just doesn’t stack up (you might consider joining GetUp’s “iCoal 2.0″ campaign to let our politicians know we know).

Investment needs to be channelled to existing and emerging technologies such as wind, solar, and wave energy. Report after report shows how these, existing, technologies can service our needs. Google has stated that more early stage funding is required. But of course there are myriad ways the government could be supporting the industry – a “real” emissions trading scheme (one that doesn’t let big polluters off the hook) or feed in tariffs are a good start. But even better support for R&D in the area would be welcome.

Alternative fuel vehicles

Alternative fuel vehicles – especially electric vehicles powered by renewable energy – will play a significant role in the short-term transformation of mobility towards low-carbon goals.

It seems that the market has landed on electric vehicles – with the Tesla roadster launched and the Model S on the way in 2011, GM launching the Volt in 2010, followed hotly by the Nissan LEAF late 2012. Nissan’s concept is interesting as they plan to lease the battery – the most expensive component in electric vehicles – to reduce the up-front cost of the technology for buyers.

And of course A Better Place has a novel concept that they hope to launch in Australia, among other countries, soon.

There are longer-term solutions, including re-thinking our cities, something that City of Sydney council seems to be making a lot of noise about with their 2030 Sustainable Sydney plan. But in the short-term cars will be the transport option of choice for many people as our existing infrastructure is geared to best support this mode of mobility.

Energy efficiency

Energy prices will inevitibly increase over time – if not through government levies through geo-political and other factors. In addition, a shift to renewable energy will to an extent require us to be more efficient with our use of energy.

But being more efficient now can also have a significant positive impact by reducing consumption, or maintaining current levels of consumption as population grows, reducing the need for new capacity while new renewable energy capacity enters the mix and some emerging technologies gain a footing.

This is where individual action can make a big difference – if we all choose more efficient appliances, upgrade to more efficient lighting technology, and the like can reduce the need for new capacity, as well as reducing our bills.

Collective action

Over the past few years there’s been a lot of emphasis on individual action – in us as “consumers” playing our part in creating demand and making lifestyle changes. While individual action is important, this will only get us so far.

We need our leaders in government and industry to truly step up to the mark. This is why the Copenhagen agreement is so critical. There will be many, many actions that can be taken in the lead up to the Copenhagen talks – but on this Blog Action Day can I suggest writing or speaking to your federal government representative (you can user OpenAustralia to find out who your rep is) and telling them how important this issue is. Outline the ways that you’re doing your bit, and put forward your ideas about how you want the government to do theirs.

If that’s too much, consider casting your vote with EarthHour, or support an environmentally-focused non-profit who is doing good work in the area.

In either case, let’s give our political leaders the support they need to ensure that we get the right result at Copenhagen.

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